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The health awreness is continuing to grow in China and consumers want to pursue a healthy lifestyle.
As the global economy suffers under the weight of the pandemic, the Chinese fitness industry continues to gain traction. Although the rise of fitness influencers has created exponential growth in the fitness market, COVID has pushed the vast majority to pursue health and fitness online. This combination puts Western companies in a prime position to digitally sell and market to Chinese fitness enthusiasts.
Pandemic has also impacted postively the health food market and supplement brands.
TRENDS FOR CHINESE FITNESS INDUSTRY
The Chinese government has strong influence in local economies, which can artificially sustain growth briefly, so it can be difficult to tell what is popular with the Chinese consumer base. However, the fitness industry is different because– while other markets simply maintain– the Chinese fitness industry grew 160% between 2015 and 2020 and continues to grow even during the pandemic.
The COVID-19 pandemic has not killed the fitness boom in China, instead redirected consumers to the digital fitness market. This new trend is great news for Western digital suppliers because it makes it extremely easy to sell products in China without worrying about the global supply chain log jam. In addition, platforms like Douyin are great tools to help Western companies connect with the Chinese consumer base.
The two increasingly popular activities of yoga and boxing represent a larger premiumization trend in China’s fitness consumption. For instance, Tier-1 cities are fostering a growing yoga culture bolstered by fitness digitalization.
WESTERN FITNESS DIGITAL PROVIDERS
You may be wondering how Western companies can compete in the Chinese digital fitness market. Every fitness movement typically has three consumption categories: workouts, food and supplements, and activewear. So all you need to do is discover how your company can deliver in one or more of these categories.
DIGITAL WORKOUTS
Brick and mortar gyms are struggling in China, not only due to pandemic social distancing requirements but because Chinese gyms typically offer long-term memberships that consumers don’t want. If you are a fitness guru, now would be a great time to develop an app or website to sell video subscriptions of workouts. Popular workout niches include yoga, martial arts, and a growing interest in classically American sports like football and basketball.
HEALTH FOODS
As the final part of the triple threat of the health industry, the sale of healthy food and supplements always spike with workout subscriptions. You can participate in this trend in several ways, including digital products and actual foods and supplements.
Gen Z and millenials are the key customers for many brands in this market as brands build a youth image. Baidu Index shows Gen Z and millenials have the most interest in vitamins and health supplements.
For example, every business has expertise in their industry that can be taught in a class or seminar. Digital courses offer a high profit margin since the expense is up-front in recording and editing, but there are very few expenses and unlimited purchase ability once created. If you are a nutrition expert, you can create classes on how to meal plan, cook healthy food, calculate macros, or review fad diets. All of these options don’t require any physical shipment.
SELL ATHLEISURE
The influencer movement has taken hold of athleisure, and China is pushing that wave. Athleisure is high-end athletic wear, with designer touch to make it suitable for meetings or other activities while promoting comfort and mobility. Again, Chinese influencers are pushing this clothing line, so now is a great time to sell or design these clothes.
While selling digital athleisure products may be slightly more challenging, digitally marketing your line can be incredibly easy when using platforms like Douyin.
USE DOUYIN TO CONNECT WITH CONSUMER BASE
Douyin is owned by Bytedance, the same company that owns Tiktok. While the two have been confused as identical products, Douyin is more advanced than its counterpart. Much of its competitive edge comes from its superior e-commerce ability. It offers the same primary platform of short videos, and influencers have a similar presence where they can have great success in displaying their products and services while building a friendship with their client base. The difference is that Douyin makes in-app purchases much easier and allows a better search function to find the desired products.
Also do not forget that there is a strong trend for using short videos to impact audience in China, and Douyin is right platform for this.
NEED HELP?
Emotion Digital has a strong understanding of the Chinese market― we want to help you unleash your business’s potential to one of the largest populations in the world. Schedule your free consultation today.